Internet videos pull in business

NIWOT – The Internet video industry – creating productions for both marketing and entertainment – is making the Web ever more interactive.

Empire Zoom, an online video production company based in Niwot, is taking an all-encompassing approach to the growing market making Web videos for company Web sites, while putting out its own videos for entertainment.

The entertainment arm of Empire Zoom can be found at funfactofthedaytv.com and jokeofthedaytv.com. The videos make money through ads on the page, but Empire Zoom President Mari Davis believes they also can be used to show potential clients the varied capabilities of her company.

“The entertainment arm of Empire Zoom was made to put together these little television shows on a daily basis. However, built into that is really kind of a calling card,” Davis said. “When we talk to some of these larger companies, we can show them these videos and tell them that we did them completely from scratch.

“I knew the two arms would be completely complementary of each other, and we went into this knowing that they could and would overlap.”

Empire Zoom shoots all of its productions at MediaPro, a video and audio production studio in Denver. It uses a staff made up of creative directors, a talent director, a video production team and a server team to ensure a professional look in every video.

Davis plays a large role in production as well and has the experience to back it up. Davis spent the first 15 years of her professional career working on both radio and television, and understands what makes a successful production.

“I will produce and write for a lot of these videos. For some of these personal messages I will help them craft their message, because someone that is an expert in real estate or cosmetic dentistry probably doesn’t know production that well,” Davis said. “We give them some tips and help them in front of the camera because one of the worst things is to have this on your site and have it turn out poorly.”

Empire Zoom gives an example of what it can do on its Web site, www.empirezoom.com. As the page opens, a video (starring Davis) plays explaining how Internet video can help engage potential customers by “delivering eyeballs.”

“Our site couldn’t live without video on it, because we’re selling videos. People have responded to the video aspect because they see what they can have. Then when they call me they already have a sense of me, and they feel like they know me a little.”

Empire Zoom is a private company and as for initial investment, Davis said, “My investors and I have chosen not to disclose startup costs.”

One of the main selling points for Empire Zoom is that it not only produces the video, but it interacts with a company’s Web master to make sure the video is easily integrated into the existing site.

“I think one of the big reasons people don’t use video on their Web sites is because they are intimidated by it,” Davis said. “When the Internet first came out, people weren’t sure why they would need a Web site. Now everyone has one. Were at the same point with video where people think it’s a hard process, but it really isn’t.”
Davis is hoping for growth in both arms of her company. While increased clientele is the barometer for success in the Web site production segment of Empire Zoom, interactivity is goal for the entertainment segment.

Empire Zoom is looking to take more user content on its entertainment site. Unlike popular Internet entertainment sites such as YouTube, however, Empire Zoom will be more selective to what it puts on its site.

“We will be picking what will be uploaded on the site, so it won’t be quite as amateurish or gross as certain things that make it on the other sites,” Davis said. “We will take submissions and will put certain things up there everyday.”

Davis also mentioned that the two entertainment sites were created with the intention of eventually being sold with the “resources to develop new projects.” Empire Zoom has already seen interest in acquisition over the past few weeks.

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